Feb 23, 2017
Hosted by Shelby Klick and Justin
What is a
Call-To-Action? What is
a CTA Button? The difference between CTAs on Websites vs. Emails. Call to
What is a
A Call-to-action (or CTA) is
what marketers use to provoke an immediate response or an action
such as “Call Today” “Find Store Near You”. Basically, the CTA is a
strategy used that will lead consumers to the next step of a
conversion. The most common Conversion
is the act of converting a site
visitor into a paying customer. We also may reference a Conversion
Funnel, which basically is getting a customer or lead to take
different steps leading them to buy or promote your
What is a CTA
The CTA Button is the tool used
to provoke a specific action. It is typically an image, text,
or graphic that customers can click on to visit a landing page
where they continue down the conversion funnel.
Emails typically have one
general message or are organized in a way that the flow leads to
the CTA. The copy can easily persuade, add urgency, add value, and
ultimately lead to a click.
Websites have more information
and depending on what the visitor is looking for, there are more
opportunities to follow different CTAs. On websites, you can
build relationships with “Contact” type CTAs, or direct them to
special offers and product with “Shop Now” type CTAs that can
direct visitors to find the products they are looking
- What’s the value or reward the
customer will get when they click?
- What is the motivation for
clicking the CTA?
- What are they going to get when
- The page they are taken to
after they click is called a Landing page. The Landing page should
have the information or the reward that the user clicked to
- If you are linking just to your
homepage, while the value lives on a secondary or Non-Navigation
page, they will not be rewarded and never finish the action you
wanted them to take.
- Also think about if the
wording/images/value match what they clicked on.
2. What’s the best
wording for the Button?
- Remember to keep it short,
clear, and action oriented.
- Examples include: “Get
Started” “RSVP” “Shop New Arrivals” “Learn More” “Save 50% Now”
“Get Free Shipping”
- First person wording usually
works better. Think of what the customer will see. Instead of using
“Get Yours Today” use first person wording like “Get Mine
3. Color of the CTA
- Green or Orange perform
- Use contrasting colors,
so they stand out from the rest of the email or
4. Size and
- Large enough to read, small
enough so it doesn’t overpower the other content.
- Remember that you want it to be
large enough for someone to click on it on mobile. at least 44px
usually works well.
- On websites, keep CTA above the
fold, but in general keep it in a logical flow, following the
description that persuades a click. n
- Give the CTA or button it’s own
line and add white around it. This will draw the
- Don’t make it too large or
unnatural looking though. It can detract attention from the content
or deter credibility.
- Buttons work the best, text can
be easily unnoticed
time to craft your message that gives value and a reason to
about what they want/need , the CTA shows them how they can get
it short and to the point with clear, actionable
- One CTA per message works best; don’t
overpower the reader with too many options. If you do need
more than one, make the secondary ones different but complementary
to the main message.